The Russian fitness industry is experiencing significant expansion, with fitness clubs generating approximately 160 billion rubles in revenue during the first nine months of 2025. This figure represents a substantial 14.5% increase compared to the previous year. This impressive growth is attributed to several key factors: rising service prices, the expansion of supplementary services, and a notable shift towards monthly subscription payment models.
A prominent trend within the fitness sector is the increasing participation of older adults, specifically clients over 60 years old. Concurrently, there is a growing segment of young people aged 18 to 34 who are regularly engaging in sports activities, now representing roughly one-third of all fitness club members. Interestingly, these demographics predominantly opt for monthly payments rather than traditional annual memberships.
Industry experts confirm these robust growth trends, with annual growth rates consistently high, reaching 23% year-over-year compared to 2024, according to internal market analysis. While moderate price increases (approximately 11-12% annually, or 24% over the last two years) contribute, the primary driver is the increasing number of active participants. This surge is closely linked to the emergence and widespread adoption of the recurring monthly subscription model.
This payment system, with its automatic monthly deductions, significantly lowers the financial barrier for new clients. An average monthly fee of up to 2,000 rubles is perceived as a manageable expense, similar to online streaming services or digital books. The flexibility of these subscriptions, allowing cancellation at any time, appeals to a broader and often younger, more price-sensitive audience unwilling to commit to a 30-50 thousand ruble lump sum for an annual pass. In Moscow, payments via the recurring model already account for over 20% of total revenue, with the national average reaching approximately 14%.
Maria Matusevich, a fitness manager and master trainer at XFIT, observes that while the overall client demographic hasn`t drastically shifted in age over the past few years, there is a clear change in training preferences. The focus is now shifting towards health-oriented and general wellness workouts. She also corroborates the growing popularity of monthly payment options.
The National Fitness Community projects that the market`s total revenue will reach 215 billion rubles by the end of 2025. However, profit margins are expected to remain low. This forecast is linked to recent legislative changes concerning taxes and social contributions, anticipated further reforms in this area, and a scheduled 20% increase in the minimum wage effective early 2026.
Rupert Blackwood 
Clement Ashworth